NeoBytes :) Shout brand names at your TV to skip through ads

Commercials. They’re the best part of the whole TV experience, right? And now, Sony wants to make that experience even more exciting, as a recently approved patent application reveals.

The essence of Sony’s idea here is to explore ways to make advertising more interactive. Like most of the television viewing experience, watching advertisements is a static, passive process – we sit, we watch, we listen, as the TV tells us what to love, what to want, what to buy.

But the hope is that by making ads more of a participatory process, viewers will become more engaged and establish more of a connection with what’s on our screens. In the image below, taken from the US Patent & Trademark Office filings, the viewer’s enjoyment of his favourite show is savagely interrupted by the appearance of a giant burger on screen.

Desperate to return to… err, whatever program that is, the viewer leaps to his feet, waves his hands in the air like he just doesn’t care, and shouts “McDonalds!” at the TV. The TV, recognising that the viewer has humiliated himself to an appropriate degree, responds by permitting the viewer to watch a few more precious moments of content before, presumably, repeating the process.

This is just the tip of the iceberg. Sony’s patent application gives it room to require other interactions, beyond merely calling out a brand name. By tapping into the capabilities of PlayStation peripherals such as the EyeToy or Move, viewers could be required to ‘shoot’ a target on screen, for example, or ‘drive’ the car that’s being advertised in the ad. In this example, the TV demands that you “throw pickle in burger to speed up commercial”.

The thinking behind the idea is simple: you may think that you're dismissing the commercial or the brand, but by consciously acting to dismiss it, a subconscious link between you and the product is still being created. By playing the 'Make It Your Way' pickle game, the seed of a thought is implanted deep in your brain that could just trigger an impulse to buy the next time you're hungry and passing a Burger King.

So, welcome to the future of TV. But before you go nuts at Sony, remember that Microsoft has already stated its own intentions in this space – its NUads initiative seeks to harness the Xbox 360 and Kinect to create interactive promo spots which, in the words of Saatchi & Saatchi’s John Lisko, “allows customers to participate with our advertising, which is really exciting”. Depends on your definition of exciting, I guess.

Now, SHOUT “NEOWIN” AND SPIN YOUR LEGS WILDLY IN THE AIR TO END THIS ARTICLE.

Via: Digital Trends
Source: USPTO

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17 Comments

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superliminial advertising? (look up simpsons New Kids on the Blecch )

It's a three-pronged attack: sub-liminal, liminal and super-liminal. Super-liminal? *yells* hey you join the navy!

Leave it up to Sony to come up with such a horrible idea. I swear the guys are insane.

"By tapping into the capabilities of PlayStation peripherals such as the EyeToy or Move, viewers could be required to ‘shoot' a target on screen, for example, or ‘drive' the car that's being advertised in the ad. In this example, the TV demands that you “throw pickle in burger to speed up commercial”."

WTF?

ahhell said,
Leave it up to Sony to come up with such a horrible idea. I swear the guys are insane.

"By tapping into the capabilities of PlayStation peripherals such as the EyeToy or Move, viewers could be required to ‘shoot' a target on screen, for example, or ‘drive' the car that's being advertised in the ad. In this example, the TV demands that you “throw pickle in burger to speed up commercial”."

WTF?

Sony is based in Japan.

Solution:
Step #1 Get a TV
Step #2 If the show you want to see starts at 7:00 and is 1h long then wait till 8:00 but enable catch up / Store to drive / Watch later.
Step #3 Watch the show at 8:00 not 7:00 and just Fast forward the adds.

This is what i do and i never get bothered by them.

I dont mind adds dont get me wrong but when you really get into something like a movie they are a pain in the ass!

I like the new "Brand" adds that like put coke-cola in the show your watching or when you see a show and there is like a poster or a new track playing from an artist thats releasing an album. This type of add is fine, its the 30 brake adds that **** me off.

It was just the other day i was watching a horror movie and then the adds come on. First it was

"Hair dye add" Then
"Vagicil" This is some vigina rash cream. Then
"Random Tampon add" Then... etc etc etc.. Yeah i dont want to see that ****!

That's it people, just keep pushing people towards piracy and then sit there and continue to scratch your balding heads trying to figure out why the piracy numbers just keep increasing.

One of the main reasons I do not have a live TV feed in to my home. I'll watch what I want, when I want, how I want on the internet for free thanks.

testman said,
What a load of rubbish. I have a great way of skipping ads - pressing the fast forward button.

What if you never paused or rewinded & you're watching live TV?

MASTER260 said,

What if you never paused or rewinded & you're watching live TV?

then no matter what you do, you won't be able to skip commercial. I hope this patent application is there to keep others away from actually making it real.
In a similar way, I think Apple often files patents for technology it will never use in it's products, but which force PC OEM's to pay them licenses or keep innovation from competition down.

Quigley Guy said,

how can you fast forward live TV?
HDD DVR, use Pause Live TV function, let it record for 5-10 min, press play. Most commercial breaks are usually ~5 min long, so you get enough headroom to fast forward

dimz said,
HDD DVR, use Pause Live TV function, let it record for 5-10 min, press play. Most commercial breaks are usually ~5 min long, so you get enough headroom to fast forward

But as soon as you hit the pause button, it's no longer live TV. So for this to work, Sony need to either prevent you from having a FF button enabled during pre-recorded content, or somehow be, umm, well I don't know.